How KTV can help with market research
The importance of market research for any
business looking to launch a new product or service cannot be underestimated; it’s
how a company determines its target market, gains opinions and other feedback.
Effective market research identifies
customer needs, drives, fears and frustrations, and businesses use this
information to design better products, improve user experience, and craft a
marketing message that attracts quality leads and improves conversion rates.
Over the past few weeks at KTV we’ve been
busy filming vox pops (“voice of the people”) for various clients, so that they
can be top of the tree in their chosen discipline.
Due to signing NDAs (that’s non-disclosure
agreements) we’re unable to reveal who we’ve been working for, but we can give
you a rundown of what our short interviews with members of the public involved.
Here we recorded vox pop-style interviews
with store managers, convenience shop franchise owners and customers buying a certain
The purpose of this was to demonstrate the
offering to a potential customer who would be looking at listing the line in
the stores, in this case a large supermarket chain.
We selected positive comments about the
turn of the product ie, how fast it would have to be restock in the cooler to
determine the popularity of the brand over competitors.
Back in the studio, edits were assembled
into sequences as per the client’s instructions and branded so that they matched
the presentation that they would be making at the supermarket’s headquarters.
For this we recorded interviews with
respondents who had taken part in clinical trials and various workshops while
testing the product. This was a feminine hygiene product and involved
discussions on experiences with using the product and how it benefitted them.
Again edits were assembled into sequences that
would be used in a presentation to a potential major US investor, and this
pitch was ultimately successful in securing significant development funding.
In addition shorter sound bite such as “it’s
great”, “it helps” and “it works” were made into 30 separate clips which are
being used in a social media campaign both here and in America.
This was the most intensive of the three
projects and the work was commissioned through a market research company that we
have worked with for more than a decade.
It was carried out on behalf of a snack
food company that wanted to understand how and why a specific demographic (in
this instance the 20- to 35-year-old age bracket) snacked and what prompted
their snacking decisions.
We also carried out some positioning pieces
which we recorded with the research company and the client to explain the
project to participants and the wider team within the company.
KTV helped to develop the brief and permission
releases for the respondents covering areas such as how to record themselves
and on how they were to upload the subsequent clips for us to download later
More than 50 respondents recorded video
diary style pieces on their mobile phones and tablets over the seven-day period
and these were them sent over to us.
We then assembled these individual clips into
day sequences for each respondent, meaning seven clips per person; while some interviewees
sent as many as six clips a day, although the average was around four, and with
the participants recording on a range of different devices such as Android and
There was no uniform format so we had to convert
all the footage to the same type so that we could assemble compilation pieces
made from different participants’ contributions.
In all there was more than eight hours of
footage to send back to the client to be analysed and assessed before being
returning to us for a final edit.
If you’re a market research company looking
to go into more depth with your investigations (or even a business looking for
help with gaining funding) then give us a call on 01423 873009 to find out how
we can help you.